Coopers catches the Pacific Pale Ale wave

Coopers Brewery has released Pacific Pale Ale, which was formerly called Session Ale and will be available nationally from late October.

Coopers Marketing and Innovation Director, Cam Pearce, said the new look would help make Pacific Pale Ale more distinguishable to consumers seeking a summer-style beer.

“It’s still the same great tasting beer in a blue can but with a new name that we feel better reflects its position in the growing craft beer category,” Pearce said. “We launched Session Ale in late 2017 and it quickly established itself as a popular drink among craft beer enthusiasts. Since then the perception of the overall Session Ale category has evolved to now be more reflective of a mid-strength beer while Pacific has become identifiable with a style reflecting refreshment, flavour and fruitiness.”